Westlake appoints Axle Group Holdings as sole UK PCR distributor

Westlake Tyres has appointed Axle Group Holdings Ltd – which owns both the retailer National Tyres and Autocare and wholesale Viking International – as sole distributor of its passenger tyre range in the UK. Eskay Tyres, part of the Al Dobowi Group, which brings the Westlake brand to Europe from its Chinese manufacturer Hangzhou Zhongce Rubber, said the Axle Group’s success and current growth, was “one of the reasons” it became interested in working with them. Viking has significantly increased stocks and same day delivery capability, while the retail division, National Tyres and Autocare, has recently added 20 new branches to the network this year, now totalling 240 sites.

Peter Harries, group executive director for Axle, said that among the many reasons the Group was interested in the brand was the knowledge that Westlake “is a top quality product, available in an extensive range of sizes and manufactured by a company which has made significant investments in World-leading tyre manufacturing equipment.”

Jorge Crespo, European general manager of Eskay said that the company decided to partner with the Axle Group “due to the comprehensive exposure to the different sales channels, their extensive national coverage within the UK, and their disciplined brand positioning strategy.”

Crespo also stated that Viking’s “outlets, in terms of quality and quantity, their desire to expand, their thoughtful marketing strategy and the personable approach and experience required to nurture brands”, contributed to the decision. In reply, Harries said: “we also recognize Eskay’s marketing expertise and we look forward to working with them to develop Westlake sales in the UK”, and that the Axle Group didn’t underestimate the importance of working with Eskay, especially because “they provide a link into the factory which ensures, in turn, product quality, range development, production capacity and high fill rates. Westlake also add value in the way that they manage and market their brands in other European markets.”

The Axle Group’s interest in reaching a deal with Eskay was motivated by the desire to add to its portfolio of exclusive European-produced brands, given the continued growth of its wholesale and retail businesses. “Westlake will enable Axle to sustain this growth and to continue to deliver industry-leading choice and availability,” Harries said. He further stated that Axle Group had been searching for the right brand for some time, “and in Westlake we believe we have found the ideal brand”.

Harries explained that, with exclusivity, the wholesaler felt a responsibility: “Retailers must be confident in the quality of the product that they are offering to their customers, and they want to be confident in the continuity of the price and the availability of that product. In Westlake we can offer a top quality product to these retailers, which we will stock in depth to ensure industry-leading fill rates.”

Harries said a tyre manufacturer such as Westlake would benefit Viking International’s customers: “Westlake represents an excellent value proposition for the consumer. It is a competitively priced quality tyre that retailers can fit with confidence to their customers’ vehicles. They are available in a wide range of sizes, so with our extensive stocks and same day or next day deliveries, we can top up retailers stocks very quickly. We intend to market the Westlake brand through both our retail and wholesale operations.”

Crespo concluded: “Westlake is one of the top ten manufacturers in the World, and as such, their expectations are to partner with equally first class companies that are able to grow at the pace the factory is introducing new product ranges, and developing outstanding products. Direct exposure to the end user via a well managed and controlled distribution is of paramount importance in the new commercial strategy, and Viking International will be a critical partner in that area.”